The campaign has been launched to promote the fact that Powerade are the official sports drink of the 2008 Beijing Olympic games,

Shot against a dark background, each image attempts to show that the inner qualities of the athletes are just as important as what they wear.

The three athletes were chosen for the campaign to show the diversity of talent on show in the Great Britain team. The executions will run in newspapers at different times to coincide with when the athletes are competing.